By: ICN Bureau
Last updated : November 07, 2025 11:39 am
A global call to action urging world leaders to place farmers at the heart of climate strategies
UPL, a global leader in sustainable agricultural solutions, announced the launch of its global campaign ‘#AFarmerCan - The hero you don’t know you need’, ahead of the 30th United Nations Climate Change Conference, taking place from 10-21 November 2025 in Belém, Brazil. The campaign celebrates farmers as climate heroes and calls on world leaders to recognize their pivotal role in building climate resilience.
With a presence in over 140 countries, UPL works closely with smallholder farmers and large-scale commercial growers, empowering them with sustainable agricultural solutions that drive climate action and food security. Drawing on this experience, UPL has curated 20 inspiring farmer stories from around the world, showcasing how agriculture can advance greenhouse gas (GHG) mitigation, energy security, water conservation, soil health regeneration, and biodiversity protection - the five pillars guiding UPL’s engagement at COP30.
UPL’s #AFarmerCan campaign makes a compelling appeal: Policy must stand with farmers. Consumers must recognize and celebrate their strength, resilience, and innovation.
Speaking about the initiative, Jai Shroff, Chairman & Group CEO, UPL, said: “With #AFarmerCan, we are amplifying a simple but urgent message: the future of climate resilience begins in the fields. Farmers are already leading the way - innovating, adapting, and regenerating. Yet their contributions remain under-recognized in global climate discourse. This campaign is our call to policymakers, institutions, and consumers to stand with farmers, empower them, and make them central to climate action.”
UPL is amplifying its message through a global 360° campaign across Brazil and key markets, blending high-impact outdoor branding with immersive digital engagement. In Belém, the campaign spans airport signage, 1,000+ branded taxis, and 200 buses featuring QR codes that unlock powerful first-hand stories from farmers. Complementing this are targeted digital campaigns, social media activations, and an evocative film showcasing farmers as climate heroes. The initiative also includes eco-friendly merchandise — T-shirts, tote bags, and water bottles.